Ancestry DNA

April 15, 2019

Client Project
April 2019

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Ancestry DNA
Ancestry DNA offers a fascinating journey into one's past, using cutting-edge DNA technology to uncover ancestral origins and connections. By analyzing a simple saliva sample, Ancestry DNA provides individuals with detailed insights into their genetic ethnicity, connecting them with distant relatives and unraveling the mysteries of their family history. I worked closely with Ancestry DNA to develop a visual design system for their online products.

I led a comprehensive initiative to shape and establish a visual language for Ancestry DNA products. Employing an agile methodology, we navigated through stages of empathy, user interviews, research, illustration and iconography. The resulting visual design system adopted a conceptual and minimalist approach, enriched by overlaying the visual language on diverse human-centric photography.

+ Visual Design System
+ Concept Development
+ Illustrative Direction
+ Qualitative & Quantitative Research
+ Sketching & Ideation
+ Graphic Design
+ Illustration
+ Iconography
The image college shown is a representation of a 6-month coalesce of project artifacts.

Patagonia

January 2, 2019

Client Project
January 2019

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Patagonia
Patagonia, a renowned outdoor clothing and gear company, embodies a commitment to environmental sustainability and ethical business practices while offering high-quality products for outdoor enthusiasts. I was hired by Patagonia to create several sketches and illustrations based on their prompt, "Eat Local."

I created a range of concept sketches inspired by the "eat local" theme and collaborated with Patagonia, iterating until we achieved mutual satisfaction. From these skteched concepts, Patagonia chose a refined illustration titled "Eat Local, Watering Can," which was selected and printed on their tees.

Illustration
+ Concept Development
+ Sketching & Ideation
+ Illustration

Future State

September 6, 2018

Client Project
September 2018

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Future State
Future State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.

The triangular mark used for Future State’s mark is derived from a segment of a square, symbolizing a map's grid system. The squares represented on a map serve as markers for finding distinct regions, such as Grand Rapids – serving as the the area where Future State resides. The sliced triangular segment of the square acts as forward momentum.

+ Brand Identity
+ Creative Direction
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
This project was a collaborative effort, with Kevin White.

Nutrilite

August 7, 2018

Client Project
August 2018

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Nutrilite
Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

Upon understanding their Traceability Process, which extends from initial plant selection to the final Nutrilite product, I developed two concepts. One emphasizes the comprehensive nine-step procedure, depicting hands alongside specialized industry tools. The other focuses on individuals implementing the nine-step process in authentic settings.

+ Illustration Concepts
+ Creative Direction
+ Research
+ Concept Development
+ Sketching & Ideation
+ Refined Concept Sketches

The Highlands

January 5, 2018

Client Project
January 2018

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The Highlands
I illustrated a simple representation of the Highlands for owners Boon & Caro Sheridan. The architectural style of the church is a Victorian Gothic Revival, constructed in 1885, which now serves as their residence.

+ Brand Identity
+ Brand Identity
+ Illustration

Spectrum Health

December 13, 2017

Client Project
December 2017

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Spectrum Health
A prominent healthcare provider dedicated to delivering exceptional medical services and improving community health, Spectrum Health (now Corwell Health) plays a vital role in enhancing the well-being of individuals across various West Michigan. Working alongside a team of engineers and developers, I helped design and develop functional prototype application named My Chart.

The application catered to both new and returning patients of Spectrum Health facilities, offering features such as iPad-based check-in for hospital and doctor appointments, seamless access to medical records, and entertainment options. This endeavor required a strategic approach, including the use of personas, iterative wire-framing, and meticulous design iterations to craft a compelling and user-centric digital journey for patients.

+ Customer Journey Storytelling
+ UX/UI Design
+ Design Direction
+ Qualitative & Quantitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustrative Storytelling
+ User Experience
This project was developed in collaboration with Mutually Human.

Fultonwood Type Foundry

September 19, 2017

Client Project + Product
September 2017

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Fultonwood Type Foundry
A small West Michigan type foundry, founded by Zac Freeland, a young enthusiastic graphic and type designer. He now is works for the Detroit Red Wings & Detroit Tigers as a graphic designer. Dream job!

I collaborated with Fultonwood Type Foundry to create an illustrative story highlighting their design process and homage to traditional typeface tools, echoing the stylistic elements of typefaces they craft.

+ Poster Illustration & Design
+ Illustration
+ Graphic Design
This poster is available for purchase in my shop.
The posters is paired with the typeface Bronkema designed by Zac Freeland. See more of his work on his website.

Edgewood Bakery

September 15, 2017

Client Project
September 2017

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Edgewood Bakery
A local bakery, owned and operated by Rita Selles. Edgewood Bakery curates a mix a delectable array of American classics and European-inspired desserts. Rita is an experienced baker who was taught baking from her mother’s kitchen, her years spent in France to her home in Grand Rapids, Michigan. She graduated from the Secchia Institute of Culinary Education for Baking and Pastry Arts.

The concept exploration aimed for a simple design that conveyed delectable while evoking a modern European-American vibe. Through careful consideration of color, typography, and minimalist illustration, the final result captured the essence of Edgewood Bakery's unique desserts and evoked the name of her business.

+ Brand Identity
+ Creative Direction  
+ Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
+ Illustration
Interested in learning more about Edgewood Bakery’s delectable deserts, visit Edgewood Bakery.
Photography by Otto Selles.

Old City Hall

August 31, 2017

Client Project
August 2017

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Old City Hall
Thesis is a design agency nestled in St. Joseph, Michigan, their process is embodied in their name and distinctive approach. Collaborating with a diverse clientele spanning from startups to Fortune 100, they craft innovative solutions tailored to each client's needs. Among their clients was Old City Hall, the very building that housed their business. Thesis approached me to lend a hand with their branding endeavor.

I was asked to develop a minimalist illustration of the Old City Hall. The subsequent work was completed by Thesis and integrated into comprehensive branding system and wayfinding signage for the building.

+ Brand Identity
+ Sketching & Ideation
+ Illustration
This project was art directed by Thesis.

House Books

February 3, 2017

Client Project
February 2017

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House Books
I collaborated with AP&B (American Print & Bindery) on numerous projects, including the production of a diverse range of notebooks tailored for different audiences, such as Enré and Nelos Sketch Books. Notably, one of their flagship products is Vela, a specialized lab notebook designed for researchers within the scientific industry, marketed under the brand name Vela Sciences®.

House Books was an endevor focused on notebooks tailored for writers. My involvement included the development of its logo. Leveraging its literal name, I employed simple line resembling a roof to aptly symbolize House Books. I paired the mark with the typeface URW Bodoni designed by Giambattista Bodoni from URW Type Foundry. To amplify its impact, the selected typeface letters where adjusted to align and suit the upper and lower words of House Books to augment its visibility and presence.

Brand Identity
+ Creative Direction
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration

Nook Real Estate

January 20, 2017

Client Project
January 2017

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Nook Real Estate
Nook Real Estate, nestled in the heart of Newport Beach, California, epitomizes modernity in the realm of real estate. With a team of astute industry leaders, they specialize in handpicking lifestyle properties that captivate discerning buyers. I've was hired by Nook to craft simple illustrations showcasing the diverse architectural styles of California, enriching their marketing arsenal with visual allure.

Employing my minimalist illustrative approach, I visually captured 20 distinct architectural styles. These illustrations were subsequently compiled into a poster, presenting a comprehensive showcase of the diverse spectrum of architectural designs found in Newport Beach, California.

Illustration & Graphic Design
+ Creative Direction
+ Research
+ Sketching & Ideation
+ Graphic Design
+ Iconography
This poster is available for purchase in my shop.

Michigan Wheel Marine

December 26, 2016

Article + Client Project
December 2016

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Michigan Wheel Marine
Navigating client relationships can be complex, much like an experience I had with Michigan Wheel Marine (now named Michigan Wheel), a former client based in Grand Rapids, Michigan. Established in 1906, they have a rich history and maintain a strong reputation for handcrafting propellers celebrated for their unparalleled performance.

When Michigan Wheel Marine sought my services to develop a new brand identity for their company, I was initially unaware of the internal conflict and power dynamics at play within the organization. So like any beginning of a project, I dove in and began to work closely with the internal team and their global partners. It soon became evident that there was internal and partner conflict regarding how they defined their brand and how customers perceived them. Unfortunately, their ongoing disagreements only complicated my efforts to provide them with sound advice and develop a meaningful brand identity.

Instead of wanting to gain an understanding of their market and customers, they created internal alignments that swayed what they felt was their brand. Never considering my advice for thoughtful research and interviewing to understand their business, market, and customer perceptions.

Reflecting back on this situation, I wish I had been more direct with them, though I'm uncertain if that would have helped. It's unfortunate that they relied on internal alignments to assert what they believed was right, overlooking the importance of thorough qualitative and quantitative research. Missing this important step, they overlooked valuable insights that would have helped me shape their brand more effectively. Research should always play a crucial role in uncovering customer needs, preferences, and perceptions, ultimately guiding an effective brand strategy.

The result of neglecting this essential step, Michigan Wheel Marine missed out on opportunities to differentiate themselves and resonate with their target markets and consumers. Unfortunately, this led to the termination of our working relationship, as they sought a design studio that would simply comply with their instructions without prioritizing strategic research and insights.

The image above was just one of my takes on a logo designed for Michigan Wheel Marine. The logomark (combination of a badge and flag) is paired with the typeface Poppins designed by Jonny Pinhorn and Ninad Kale, from Google.

+Brand Identity
+ Creative Direction
+ Project Management 
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration

Mitten State

December 21, 2016

Client Project
December 2016

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Mitten State
A few of MI (my) favorite things. A mark with custom hand type created by my wife and I for a our children’s school auction—auctioning authentic Michigan paraphernalia. The letterforms in this mark have been custom-designed to fit snugly into the mitten.

+ Brand Identity
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Illustration

SpartanNash

December 12, 2016

Client Project
November 2016

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SpartanNash
Headquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

Using a guided design approach, I explored SpartanNash's key environmental impact areas of Social and Environmental Responsibilities, delving into each segment to narrate their entire sustainable journey. Through the strategic use of storytelling, we intricately wove together their core values, showcased their diverse capabilities, highlighted community engagement efforts, and underscored their unwavering commitment to environmental responsibility. This narrative was brought to life through a blend of design elements, compelling visuals, and informative infographics, culminating in a comprehensive sustainability report.

Brochure Design & Layout
+ Creative Direction
+ Project Management
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design & Layout
+ Photography Art Direction
+ Infographics
+ Illustration

Sleeping Fawn

September 9, 2016

Client Project
September 2016

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Sleeping Fawn
I developed this mark a few years ago as potential logo for a book publishing company. It never came to fruition, but I love it enough to share it with you all.

+ Brand Identity
+ Creative Direction 
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation 
+ Illustration

Truman Cage

August 26, 2016

Client Project
August 2016

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Truman Cage
John Swihart is a versatile artist known for his roles as a musician, composer for film and television, and electronic EDM producer, under the alias Truman Cage. His notable contributions include crafting the score for the iconic movie Napoleon Dynamite which won Golden Satellite Award for best Original Score. He also produced the music for How I Met Your Mother, alongside various other impressive works.

It was on a sunny afternoon that I received a call from John. He mentioned that he loved my branding and illustration work and he trusted I would come up with a unique logo for his electronic persona that he’d love. His only requirements where incorporating the letters "T" and "C" while being encased within a box. The logo persona he chose is displayed at the top, while the other various concepts below he loved but did not make the cut.

+ Brand Identity
+ Creative Direction
+ Qualitative Research
+ Project Management
+ Concept Development
+ Sketching & Ideation
+ Illustration
My client for this project was John Swihart, an American composer renowned for his work in film and television music. He best known for his score to Napoleon Dynamite and his music for the TV shows How I Met Your Mother.

Threads

April 26, 2016

Client Project
April 2016

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Threads
At the heart of the furniture manufacturer's legacy lies its iconic pieces and the visionary designers behind them, such as Alexander Girard, and Ray and Charles Eames. "Threads" is a presentation and conversation lead by former graphic designer Steve Frykholm and writer Clark Malcolm. They weave Herman Miller's rich history of design innovation, its embrace of new ideas and talents through captivating narratives that shaped Herman Miller's 111-year journey. Because of my illustrative portrait line style, I was commissioned to create illustrations tailored to complement the theme of "threads."

Because of my former work in simple line portraits and having already completed a portrait of Steve, I was approached to create a portrait of Clark. These portraits were seamlessly woven into promotional and presentation materials, tailored to complement the theme of "Threads."

+ Portrait Illustration
+ Style Development
+ Sketching & Ideation
+ Illustration
My portrait series, formally called Facebook Friends started as a self initiated project illustrating my friends on Facebook. This endeavor evolved into illustrating portraits of speakers for CanUX Conference, and numerous portraits for friends and clients.An article titled "Face Behind the Faces" was written about me and the portrait series.
Art direction provided by Mark Beard. Promotional collateral and web materials developed by Herman Miller.

AWK Clayworks

March 23, 2016

Client Project
March 2016

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AWK Clayworks
Alyssa Westenbroek-Koster established AWK Clayworks with a purpose to create clayworks that elevate daily routines, beautify living spaces, and provide comfort in quiet moments. Alyssa started her professional career operating out her studio in Boulder, Colorado where she designs and crafts claywear that is simple, sophisticated and adored with rich and muted color glazes. Alyssa reached out to me to create a professional brand for her business instead of relying solely on her handwritten signature for her pottery.

Collaborating with Alyssa, I gathered insights that shaped her brand. These insights were gleaned through a series of interviews and a deep understanding of her personality, style, and process. Leveraging this understanding, I developed multiple concepts and iterations. The final logo encapsulated her brand—a bold yet confident, simple, and sophisticated feel that extended to stationery for her business.

+ Brand Identity
+ Creative Direction
+ Qualitative Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
+ Illustration
Photography by Alyssa Westenbroek-Koster & Heather Kegel

Merchandise Mart

January 11, 2016

Client Project
January 2016

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Merchandise Mart
I was approached by The Integer Group to license the minimalist Merchandise Mart illustration I created several years prior. The iconic illustration was used for promotional and invitation materials for the grand opening of Pella Windows' new store front, Pella Crafted Luxury in Chicago, Illinois.

+ Illustration
+ Concept Development
+ Sketching & Ideation
+ Illustration

The Illustration League

May 1, 2015

Article + Client Project
May 2015

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The Illustration League
TIL is a group of illustrators, artists, and letterers. Lucy Engelman and I founded The Illustration League with the aim of educating members on best practices in client relations, licensing contracts, pricing, and fostering community through illustration talks.

Once we understood our group's objective, we chose to abbreviate The Illustration League to TIL, also a nod to 'Today I Learned,' aligning with our mission. We selected a simple yet impactful square design featuring kerned-out TIL letters. The square logo symbolizes a canvas or digital artboard and is paired with the typeface Linotype Didot designed by Adrian Frutige from Monotype.

Given that TIL represents a community of diverse individuals with exceptional talents, it was crucial for the logo to embody our collective spirit. With this in mind, we engaged our members to contribute personal illustrations that would envelope, complement and embrace the boxy logo. This collaborative initiative resulted in a vibrant gallery showcasing the diverse talents within our community. Not only did this collection of artwork enhance the TIL brand, but it also exemplified the richness of the illustration community as a whole.

+ Brand Identity
+ Creative Leadership
+ Project Management
+ Research
+ Concept Development
+ Sketching & Ideation
+ Graphic Design
+ Illustration
View the entire logo series by TIL members on the Selected Projects page.

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__Future StateFuture State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.

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__Nutrilite Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

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__The HighlandsI illustrated a simple representation of the Highlands for owners Boon & Caro Sheridan. The architectural style of the church is a Victorian Gothic Revival, constructed in 1885, which now serves as their residence.

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__Fultonwood Type FoundryA small West Michigan type foundry, founded by Zac Freeland, a young enthusiastic graphic and type designer. He now is works for the Detroit Red Wings & Detroit Tigers as a graphic designer. Dream job!

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__Mitten StateA few of MI (my) favorite things. A mark with custom hand type created by my wife and I for a our children’s school auction—auctioning authentic Michigan paraphernalia. The letterforms in this mark have been custom-designed to fit snugly into the mitten.

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__SpartanNashHeadquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

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__Sleeping FawnI developed this mark a few years ago as potential logo for a book publishing company. It never came to fruition, but I love it enough to share it with you all.

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__The Illustration League TIL is a group of illustrators, artists, and letterers. Lucy Engelman and I founded The Illustration League with the aim of educating members on best practices in client relations, licensing contracts, pricing, and fostering community through illustration talks.

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Future State
Future State was developed for the key stakeholders and the City of Grand Rapids, aimed to establish a council to facilitate engagement and foster connections between employers and employees within the AI economy.

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Nutrilite
Recognized globally, Nutrilite offers a range of high-quality vitamins, minerals, and dietary supplements designed to support optimal health and wellness. I was approached by Nutrilite to offer conceptual insights on visualizing their Traceability Process.

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The Highlands
I illustrated a simple representation of the Highlands for owners Boon & Caro Sheridan. The architectural style of the church is a Victorian Gothic Revival, constructed in 1885, which now serves as their residence.

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Fultonwood Type Foundry
A small West Michigan type foundry, founded by Zac Freeland, a young enthusiastic graphic and type designer. He now is works for the Detroit Red Wings & Detroit Tigers as a graphic designer. Dream job!

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Mitten State
A few of MI (my) favorite things. A mark with custom hand type created by my wife and I for a our children’s school auction—auctioning authentic Michigan paraphernalia. The letterforms in this mark have been custom-designed to fit snugly into the mitten.

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SpartanNash
Headquartered in Byron Center, Michigan, SpartanNash distributes food to independent grocers, military commissaries, and corporate-owned retail stores in 44 states. I worked closely with SpartanNash to direct, develop and design the thirty-six page corporate responsibility brochure.

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Sleeping Fawn
I developed this mark a few years ago as potential logo for a book publishing company. It never came to fruition, but I love it enough to share it with you all.

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The Illustration League
TIL is a group of illustrators, artists, and letterers. Lucy Engelman and I founded The Illustration League with the aim of educating members on best practices in client relations, licensing contracts, pricing, and fostering community through illustration talks.